With chunks of content emerging daily, it is an excellent strategy to revamp some of the old content with a familiar topic. Review them with a few tweaks in the original post, and there you are ready to serve fresh content to your audience.
Remember, a pile of content will not add value to your site, but a worthy post will make a difference. It will enhance user engagement and boost the rankings when you headstart from a fresh viewpoint by opting for SEO Services.
Benefits of updating old Content:
Improved CTR: It generally takes time to generate the audience around fresh content. On the other hand, updating an old piece attracts visibility in the search results by the people. It brings an immediate impact on the click-through rate on the SERPs.
However, other factors are also important when it comes to ranking on the SERPs.
Higher Rankings: The content freshness is a factor that boosts the ranking. But most likely, the recovery happens when the quality of the content gets enriched with keywords and updated information.
It automatically invites an influx of user behavioral signals.
Saved Resources: Time-saving factor is worth all the effort to update and republish an old piece. It takes only a quarter of resources that helps the content to perform better.
This way, the structure remains in place, and there are no significant downsides. Moreover, it saves the time invested in creating new content from scratch, equivalent to updating around 4-5 old pages.
Added value: It takes both effort and time to create a mammoth of pages and publish them. The process is very intensive, coupled with the deadline’s pressure.
A little extra focus on your part, transform the content to another level. This helps to add value and grow your content over some time.
How to find old pages for updating
Evergreen content: The content which still generates interest today is worth distributing to your audiences. It can be a post that holds relevance to the recent events in the niche.
Some seasonal posts can also be updated annually. According to Hubspot, the best practice is to revive the old content that significantly boosts traffic growth by 106%.
Slightly underperforming content: When looking for old content to be recycled, pick the underperforming ones. There is also no point in updating content that is ranking at the top or the bottom.
The perfect pages are the ones that have a fair chance of gaining visibility. It is simple to find the result through a free tool of Google Search Console.
Relatively forgotten content: It is good to remind your subscribers about the posts that are relatively forgotten. It means you can’t republish something less than a year old.
A safe practice is to update and republish content that the subscribers don’t remember quite easily.
Timeless URLs: The common mistake while updating content is not changing the URL. It can create suspicion in the mind of readers, and they find the content unreliable.
If the URL is not modified, then there is no other way than redirecting to the newer version.
Steps to add value to updated pages
Change Date: The best approach is to keep the original date and include the “last updated” date in your post. Another idea is to add the updated word count to the title and put a disclaimer at the top.
Enhance Copy: To enhance a copy add more information that makes it relevant to the current time or discard the redundant part that is not required. Try getting a step ahead by checking the comment section that has improvement suggestions.
You can also look for the competitor’s content and see whether they have a better viewpoint. Play around with various information to determine the value of the updated post.
Optimize keywords: Keyword preferences of Google are always changing. Collect all the data related to the keywords that have generated the most traffic. Also, the ones that have failed.
Optimize with the right keywords and also include the long-tails. The long-tail keywords searches have a 3%-5% better click-through rate than the standard ones.
Update images: Images seem to work best to improve content visibility in the Google rankings. Fresh content will not do away with old pictures and will ultimately ruin the updated piece.
Remember that images should not display older product models, outed interfaces, changed skyline, etc.
Mind the length: The length of content is not a ranking indicator, but it gives insight into the content’s depth. It is a good practice if you benchmark your post’s word count against the top performers.
This helps to analyze the significant points you wish to include or remove in your updated content.
Review the links: It is an SEO key practice that involves building links to strengthen the website’s ranking. When revamping old content, the focus should be reviewing every other link and see whether it is landing on the target page.
Around 42% of SEO experts spend equal time in building both internal and external links.
Republish and promote: The final step to update an old piece is to republish the content. If you have active subscribers, you can distribute the updated content to generate traffic.
The general audience behavior will give signals to the search engines and help is improving the rankings.
Among the several SEO tactics, updating old content is often overlooked. Unlocking the bottlenecks provides ample chances to recreate potential content.
Recycling old content saves time, boosts almost guaranteed rankings, and provides superior user-friendly content. Do consider updating the former blogpost just as publishing the new ones.
Don’t ever make updating old content of your website just an obligation by simply pasting a newer date to it or editing any minor stuff. Update the content in a proper way so that it brings your audience more value for what they are looking for.
Updating any old content of your website is often overlooked as a normal SEO strategy. Unjustly so. It doesn’t seem to have a single negative impact — instead it saves time exponentially, delivers a near-guaranteed boost to your keywords in rankings, and provides a effective user experience.